Developing a new category vision


Danone’s Category Marketing Team asked us to conduct research that would identify the key drivers for baby food category growth in the following three years. We responded with an interactive and inclusive research methodology that involved our TribeMums panel community.

  • Our research included an audience closeness element for employees of Danone who had little direct interaction with customers in their day-to-day roles
  • We moderated a series of focus groups, observed by Danone staff, within an informal and highly collaborative atmosphere
  • We filmed the groups and provided edited versions containing key insights that enabled the client to develop and promote their new category vision both internally to the board and brand marketing teams, as well as externally to their retail buyer clients
  • 32 participants from our TribeMums community took part in the audience closeness activities and depth focus groups

“The facilitation of all the activities was great and the debrief you delivered was fantastic. Not only the depth of knowledge and logic, but your passion and the way you delivered it was superb, really engaging.”

Claire Parkes
Category Controller